Packaging even a mother could love

For the first time in 40 years, Procter & Gamble, with the help of design consultancy Libby Perszyk Kathman Inc. (Cincinnati, OH), has created a new contemporary brand identity for its Pampers line of products.

Intended to be more engaging for mothers and their babies the graphics include the proprietary heart icon and familiar teal color. LPK created a style strategy that goes beyond the diaper packaging Tom Dierking P&Gs global design manager says. The new brand identity communicates Pampers as a more inclusive genuine brand that promotes mothers and babies growing and learning together. LPK created the six-color gravure-printed package with a more casual and contemporary logotype to create a genuine sense of warmth and vitality. The newly redesigned Pampers rolled out into North American stores this fall.